Faculties and Research

Dr Marius Luedicke

Reader in Marketing

Faculty of Management

Contact

Visit Marius Luedicke

Room BR4039, Bunhill Row

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Postal Address

Cass Business School
106 Bunhill Row
London
EC1Y 8TZ
United Kingdom

Overview

Dr. Marius K. Luedicke is Associate Professor / Reader at Cass Business School and Privatdozent at the University of Innsbruck. Dr. Luedicke‘s research explores brands and contemporary consumer society with regards to consumer moralism, social conflicts, and acculturation.

His work has been published the Journal of Consumer Research, Psychology & Marketing, Consumption Markets & Culture, the Journal of Macromarketing, Marketing JRM, Journal of Business Research, and the Advances in Consumer Research and has been cited in various international media, including the NY Times, Huffington Post, the Conversation, and Wired.

Dr. Luedicke teaches Brand Management, Communication, Cultural Innovation, Interpretive Research Methods, and Digital Marketing. He regularly works with start-up and grown-up companies on developing their branding strategies.

Qualifications

  1. Habilitation, University of Innsbruck, Innsbruck, Austria, 2006 – 2012
  2. PhD, University of St. Gallen, St. Gallen, Switzerland, 2003 – 2006
  3. MSc in Business Management, University of Münster, Münster, Germany, 1999 – 2001

Employment

  1. Director, Brand Research Laboratory, 2010 – 2012
  2. Professor, University of Witten/Herdecke, 2008 – 2010

Visiting Appointments

  1. Visiting Scholar, Humbold University Berlin, Germany, Aug 2008
  2. Visiting Scholar, Eller College of Management, University of Arizona, USA, Jan – Jun 2005
  3. Visiting Scholar, Schulich School of Business, York University, Canada, Jan – Dec 2004

Memberships of Professional Organisations

  1. Member, Consumer Culture Theory Consortium, Oct 2013 – present
  2. Member, Bundesministerium für Verbraucherschutz (German Government) - Consumer Research Network, May 2012 – present
  3. Member, Association for Consumer Research, Oct 2008 – present

Awards

  1. Consumption, Markets and Culture (2011) Best Paper of the Year Award
    Best Paper of the Year Award of the journal Consumption, Markets, and Culture
  2. University of Innsbruck (2010) Lehre Plus! Teaching Excellence Award
    Nomination for the “Lehre Plus!” Teaching Excellence Award of the University
    of Innsbruck
  3. Consumer Culture Theory Consortium (2010) Sidney J. Levy Award
    "Sidney J. Levy Award" for the best consumer culture theory paper based on dissertation research and published in 2010

Languages

English (can read, write, speak, understand spoken and peer review) and French (can understand spoken).

Expertise

Primary Topics

  • Business Ethics
  • Consumer Behaviour
  • Marketing
  • Marketing Management

Additional Topics

  • Leadership
  • Strategic Management

Industries/Professions

  • marketing
  • information technology
  • consumer goods
  • advertising
  • communications
  • grocery
  • internet
  • commodities
  • fashion
  • service
  • food & drink

Geographic Areas

  • Americas - North
  • Europe
  • Europe - Western

Research

Dr. Luedicke's research is concerned with exploring different kinds of social conflict that are either caused by other peoples' consumption behaviors, or articulated through their behaviors. His work has contributed, for example, to a better understanding of conflicts that emerge from (a)moral consumption behaviors, but also from indigenous consumers' interpretations of immigrant consumption practices.

One study shows, for example, how American Hummer owners implicitly draw on the powerful ideology of "American Exceptionalism" to claim the moral high ground for their extra-large and gas-thirsty SUVs (against passionate, anti-Hummer campaigns). In this study, Hummer consumption itself is the stone of contention (i.e., dangerous, polluting cars), but reflects larger cultural values. For activists to reduce Hummer consumption therefore requires framing this consumption practice as a violation of American national identity, not environmental morals.

Research Topics

Consumer Acculturation
Dr. Luedicke's research in this area tries to contribute a better understanding of how consumption contributes to conflicts in contexts of immigration and acculturation. In times of anti-immigrant backlash, right-wing political successes in the UK, PEGIDA demonstrations in Germany, and the brutal Charly Hebdo murders in France, such research tries to shed some analytical light on cultural tensions from a consumption perspective.
Consumer Conflict
One key theme that runs across all Dr. Luedicke's consumer culture studies is social conflict. For marketing practice, academic helps to better understand how to sell more good, create awareness for social causes, or engage people. For society, however, research is also important for garnering a better understanding of why consumption causes trouble.
Name
Christian Eichert
Attendance
Sep 2014 – present, full-time
Thesis Title
Beyond Subculture: Theorizing Market-Mediated Collective Identities of Contemporary Gay Consumers in Germany
Role
1st Supervisor
Name
Zahra Sharifonnasabi
Attendance
Sep 2013 – present
Thesis Title
Intricacies of Transnationalism Consumption
Role
2nd Supervisor
Name
Verena Wieser (formerly Stöckl)
Attendance
2011 – 2015
Thesis Title
Morality and Solidarity in Consumption
Role
2nd Supervisor
Name
Katharina Husemann
Attendance
Aug 2010 – Aug 2014, full-time
Thesis Title
Consumption Mediated Social Conflict
Role
1st Supervisor
Name
Florian Ladstaetter
Attendance
2009 – 2017, part-time
Thesis Title
Consumer Prodactivism
Role
2nd Supervisor
  1. Luedicke, M.K. (2015). Indigenes’ responses to immigrants’ consumer acculturation: A relational configuration analysis. Journal of Consumer Research, 42(1), pp. 109–129. doi:10.1093/jcr/ucv002.
  2. Luedicke, M.K. (2011). Consumer acculturation theory: (crossing) conceptual boundaries. Consumption Markets and Culture, 14(3), pp. 223–244. doi:10.1080/10253866.2011.574824.
  3. Luedicke, M.K., Thompson, C.J. and Giesler, M. (2010). Consumer identity work as moral protagonism: How myth and ideology animate a brand-mediated moral conflict. Journal of Consumer Research, 36(6), pp. 1016–1032. doi:10.1086/644761.

Books (2)

  1. Luedicke, M. (2006). A Theory of Marketing. Wiesbaden: Deutscher Universitäts-Verlag. ISBN 978-3-8350-0304-0.
  2. Lüdicke, M. (2006). A Theory of Marketing Outline of a Social Systems Perspective. Deutscher Universitätsverlag.

Chapters (4)

  1. Luedicke, M.K. and Pichler-Luedicke, E.A. (2015). The unfaithful brand: When flirting with new customer segments, make sure you are not already married. In Fournier, S., Breazeale, M. and Avery, J. (Eds.), Strong Brands, Strong Relationships (pp. 203–215). Routledge. ISBN 978-1-317-66234-1.
  2. Luedicke, M.K. (2013). Driving a deeply rooted brand: Cultural marketing lessons learned from GM's hummer advertising. In Penalosa, L., Toulouse, N. and Visconti, L. (Eds.), Marketing Management: A Cultural Perspective (pp. 315–331). New York: Routledge. ISBN 978-0-203-35726-2.
  3. Luedicke, M. and Stoeckl, V. (2013). Where Marketing Causes Trouble. Humanistic Marketing (pp. 19–28). Springer. ISBN 978-1-137-35329-0.
  4. Luedicke, M.K. and Giesler, M. (2012). Brand communities and their social antagonists: Insights from the Hummer case. In Kozinets, R.V. and Shankar, A. (Eds.), Consumer Tribes (pp. 275–295). Taylor and Francis. ISBN 978-0-08-054974-3.

Conference Papers and Proceedings (19)

  1. Sharifonnasabi, Z., Bardhi, F. and Luedicke, M. (2017). "Social Media as Global Public Sphere”. Consumer Culture Theory Conference (CCTC) 9-12 July, University of California, Anaheim, California.
  2. Sharifonnasabi, , bardhi, and luedicke, (2017). "Global Consumer Behavior: A Review of Interpretivist Studies". Winter AMA 19-21 February, Orlando, Florida, USA.
  3. Luedicke, M., Eichert, Christian, C.E. and Bardhi, Fleura, F.B. (2017). The Emergence of Post-Subcultural Identities in Marginalized Consumer Groups. 13th Conference of the European Sociological Assocation Athens.
  4. Luedicke, M.K., Wieser, Verena E, V.W. and Hemetsberger, Andrea, A.H. (2016). The Brand as Protestor: A Case Analysis of Protest Rhetorics and Protest Mediation. Moral Struggles in and Around Markets Neuchatel, Switzerland.
  5. Ladstaetter-Fussenegger, F. and Luedicke, M. (2013). Message in a Bottle: How Prodactivist Consumer Communities Compete in the Mainstream Market. AMA Winter Marketing Educators Conference 15-17 February, Las Vegas, US.
  6. Luedicke, M. and Husemann, K. (2013). Consumers' Strategies for Resolving Authenticity-Protecting Conflicts in Communities. ANZMAC 2013 Conference Aukland, New Zealand.
  7. Luedicke, M. and Ladstaetter-Fussenegger, F. (2013). Sell to Subvert: How Market-Critical Consumer-Producer Communities Cope With Market Success. ACR European Conference 2013 Barcelona, Spain.
  8. Husemann, K., Stoeckl, V. and Luedicke, M. (2012). Exchange or Exploitation? A Meta-Analytical Review of Social Conflicts between Marketers and Consumers. 41st EMAC Annual Conference 2012 23-26 May, Lisbon, Portugal.
  9. Luedicke, M. and Pichler, E.A. (2011). On the Limits of Immigrants’ Market-Mediated Social Mobility. ACR European Conference 2010 2010, London, UK.
  10. Luedicke, M. and Giesler, M. (2009). Host Culture Responses to Brand-related Acculturation: Legitimation Struggles Between German and Turkish BMW Owners in German. Association for Consumer Research Conference Pittsburgh, USA.
  11. Giesler, M., Luedicke, M. and Carter, L. (2009). Cultural Market Formation in the Time of an Epistemic Shift. Association for Consumer Research Conference Pittsburgh, USA.
  12. Giesler, M., Luedicke, M. and Ozergin, B. (2009). American Self-Enhancement Culture and the Cyborg Consumer: Consumer Identity Construction Beyond the Dominance of
    Authenticity.
    Association for Consumer Research Pittsburgh, USA.
  13. Luedicke, M. and Giesler, M. (2008). Contested Consumption in Everyday Life. Association for Consumer Research Conference San Francisco, USA.
  14. Luedicke, M. and Giesler, M. (2007). Towards a Narratology of Brands? ACR European Conference Milan, Italy.
  15. Luedicke, M. and Giesler, M. (2007). How Does Drama Drive Market Evolution: The Co-Optation of Music Downloading. ACR European Conference Milan, Italy.
  16. Giesler, M. and Luedicke, M. (2007). The War on Downloading: a Music Marketplace Drama in Four Acts. Association for Consumer Research Conference Memphis, USA.
  17. Giesler, M. and Luedicke, M. (2006). On Dramatography: Investigating Change in Consumption. Association for Consumer Research Conference Orlando, USA.
  18. Moisio, R., Arnould, E., Arsel, Z., Thompson, C., Luedicke, M. and Giesler, M. (2005). Negotiating Distinctions: How Brands Become Cultural Resources. ACR European Conference Goteborg, Sweden.
  19. Luedicke, M. (2005). Brand Systems: A Conceptual Framework for the Sociological Analysis of Brand Phenomena. ACR European Conference Goteborg, Sweden.

Journal Articles (16)

  1. Luedicke, M., Husemann, K.C., Furnari, S. and Ladstaetter, F. (2017). Radically Open Strategizing: How the Premium Cola Collective Takes Open Strategy to the Extreme. Long Range Planning, 50(3), pp. 371–384. doi:10.1016/j.lrp.2016.07.001.
  2. Barrios, A., De Valck, K., Shultz, C.J., Sibai, O., Husemann, K.C., Maxwell-Smith, M. and Luedicke, M.K. (2016). Marketing as a means to transformative social conflict resolution: Lessons from transitioning war economies and the colombian coffee marketing system. Journal of Public Policy and Marketing, 35(2), pp. 185–197. doi:10.1509/jppm.15.151.
  3. Stoeckl, V.E. and Luedicke, M.K. (2015). Doing well while doing good? An integrative review of marketing criticism and response. Journal of Business Research, 68(12), pp. 2452–2463. doi:10.1016/j.jbusres.2015.06.032.
  4. Husemann, K.C., Ladstaetter, F. and Luedicke, M.K. (2015). Conflict culture and conflict management in consumption communities. Psychology and Marketing, 32(3), pp. 265–284. doi:10.1002/mar.20779.
  5. Luedicke, M.K. (2015). Indigenes’ responses to immigrants’ consumer acculturation: A relational configuration analysis. Journal of Consumer Research, 42(1), pp. 109–129. doi:10.1093/jcr/ucv002.
  6. Levy, S.J. and Luedicke, M.K. (2013). From Marketing Ideology to Branding Ideology. Journal of Macromarketing, 33(1), pp. 58–66. doi:10.1177/0276146712459656.
  7. Luedicke, M. and Husemann, K.C. (2013). Social Conflict and Consumption: A Meta-Analytical Perspective. NA - Advances in Consumer Research, 41 .
  8. Luedicke, M.K. (2011). Consumer acculturation theory: (crossing) conceptual boundaries. Consumption Markets and Culture, 14(3), pp. 223–244. doi:10.1080/10253866.2011.574824.
  9. Luedicke, M. (2011). Consumers' Controversies about Consumption. Marketing ZFP - Journal of Research and Management, 33(1), pp. 46–56.
  10. Luedicke, M. and Kjeldgaard, D. (2011). Consumer Acculturation in an Age of Globalization: Critiques, Revisions and Advances (Special Session). NA - Advances in Consumer Research, 38 .
  11. Luedicke, M. (2011). Exploring the Boundaries of Market-Mediated Social Mobility of the Marginalized. E - European Advances in Consumer Research, 9 .
  12. Luedicke, M. (2011). broadening the Scope of Consumer Acculturation Theory. NA - Advances in Consumer Research, 38, pp. 145–145.
  13. Luedicke, M.K., Thompson, C.J. and Giesler, M. (2010). Consumer identity work as moral protagonism: How myth and ideology animate a brand-mediated moral conflict. Journal of Consumer Research, 36(6), pp. 1016–1032. doi:10.1086/644761.
  14. Bettingen, J.F. and Luedicke, M.K. (2009). Can brands make us happy? A research framework for the study of brands and their effects on happiness. Advances in Consumer Research, 36, pp. 308–315.
  15. Füller, J., Luedicke, M.K. and Jawecki, G. (2008). How brands enchant: Insights from observing community driven brand creation. Advances in Consumer Research, 35, pp. 359–366.
  16. Luedicke, M.K. (2006). Brand community under fire: The role of social environments for the HUMMER brand community. Advances in Consumer Research, 33, pp. 486–493.

Course Directorship

- 2014 - present, MSc in Marketing Strategy and Innovation, Admissions Tutor

Subject/Academic Leadership

Founding Director of the University of Innsbruck "Brand Research Laboratory" from 2010 until 2012.

Collaboration (Industrial)

  1. Lead partner of Brand Research Laboratory project (May 2009 – May 2012)
    Sponsored by Swarovski KG
    Other partners: University of Innsbruck

Editorial Activities (14)

  1. Journal of Consumer Research, Member of Editorial Board, 2014 – present.
  2. Journal of Interactive Marketing, Referee, 2014 – present.
  3. Zeitschrift für Soziologie, Referee, 2014 – present.
  4. Scandinavian Journal of Management, Referee, 2011 – present.
  5. Journal of Consumer Culture, Referee, 2010 – present.
  6. Journal of Marketing Management, Referee, 2010 – present.
  7. European Journal of Marketing, Referee, 2010 – present.
  8. International Journal of Research in Marketing, Referee, 2010 – present.
  9. Journal of Macromarketing, Referee, 2009 – present.
  10. Marketing ZFP / Journal of Research and Management, Referee, 2009 – present.
  11. Journal of the Academy of Marketing Science, Referee, 2008 – present.
  12. Advances in Consumer Research, Referee, 2007 – present.
  13. Consumption Markets and Culture, Referee, 2007 – present.
  14. American Marketing Association, Referee, 2006 – present.

Events/Conferences (26)

  1. Open Strategy Workshop. (Workshop) Oxford, UK (2014). Invited speaker.
    Paper: The Making of Open Strategy in a Production Community: The Case of Premium Cola
    Author: Furnari Santi
    Co-authors: Marius K. Luedicke, Katharina C. Husemann, Florian Ladstaetter-Fussenegger
  2. Consumer Culture Theory Conference. (Conference) Helsinki, FI (2014). Invited speaker.
    Paper: Conflict Cultivation in Proactivist Communities
    Author: Husemann Katharina C.
    Co-authors: Florian Ladstaetter-Fussenegger, Marius K. Luedicke
  3. Brand Camp 2. (Conference) Obergurgl, Austria (2013). Chair.
  4. European Marketing Academy. (Conference) Barcelona (2013). Invited speaker.
    Paper: Sell to Subvert:How market-Critical Production Communities Cope with Market Success
    Author: Ladstaetter-Fussenegger Florian
    Co-authors: Marius K. Luedicke
  5. Australien & new Zealand Marketing Academy. (Conference) Aukland, NZ (2013). Invited speaker.
    Paper: Consumers' Strategies for Resolving Authenticity-Protecting Conflicts in Communities
    Author: Husemann Katharina C.
    Co-authors: Marius K. Luedicke
  6. European Marketing Academy. (Conference) Lissabon (2012).
    Paper: Exchange or Exploitation? A Meta-Analytical Review of Social Conflicts between Marketers and Consumers'
    Author: Husemann Katharina C.
    Co-authors: Verena Stoeckl, Marius K. Luedicke
  7. Consumer Culture Theory Conference. (Conference) Oxford, UK (2012). Invited speaker.
    Paper: Towards a Conceptualization of Consumption-Mediated Social Conflict
    Author: Husemann Katharina C.
    Co-authors: Marius K. Luedicke
  8. Consumer Culture Theory Conference. (Conference) Oxford, UK (2012). Invited speaker.
    Paper: Consumption-Mediated Social Conflict: A Conceptual and Empirical Investigation of Why Consumers Fight (Session Overview)
    Author: Luedicke Marius K.
  9. Brand Camp 1. (Conference) Obergurgl, Austria (2011). Chair.
  10. Workshop on Interpretive Consumer Research. (Workshop) Odense, DK (2011). Invited speaker.
    Paper: Towards an Analytical Framework of Market-Mediated Social Conflict
    Author: Husemann Katharina C.
    Co-authors: Marius K. Luedicke
  11. Conference on Positive Marketing. (Conference) New York (2011). Invited speaker.
    Paper: Changing the World with (of) Marketing
    Author: Stoeckl Verena
    Co-authors: Marius K. Luedicke
  12. European Advances in Consumer Research. (Conference) London (2010). Invited speaker.
    Paper: On the limits of immigrants' market-mediated social mobility
    Author: Luedicke Marius K.
    Co-authors: Elisabeth A. Pichler
  13. Workshop on Interpretive Consumer Research. (Workshop) Milan, IT (2009). Invited speaker.
    Paper: Conceptualizing “Brand Acculturation”: Preliminary Insights from the BMW Case
    Author: Luedicke Marius K.
    Co-authors: Markus Giesler
  14. International Conference on Immigration, Consumption and Markets. (Conference) Lille, France (2009). Invited speaker.
    Paper: Consumer Acculturation to Complex Cultures: A Review and Revision of its Key Concepts
    Author: Luedicke Marius K.
  15. Consumer Culture Theory Conference. (Conference) Ann Arbor, USA (2009). Invited speaker.
    Paper: Why the Jeremiad against Consumerism Doesn't Reduce Consumption
    Author: Luedicke MK
    Co-authors: Craig J. Thompson, Markus Giesler
  16. Association for Consumer Research. (Conference) Pittsburgh (2009). Invited speaker.
    Paper: Cultural Market Formation in the Time of an Epistemic Shift
    Author: Giesler Markus
    Co-authors: Marius K. Luedicke, Leah Carter
  17. Association for Consumer Research. (Conference) Pittsburgh (2009). Invited speaker.
    Paper: American Self-Enhancement Culture and the Cyborg Consumer: Consumer Identity Construction Beyond the Dominance of Authenticity
    Author: Giesler Markus
    Co-authors: Marius K. Luedicke
  18. Association for Consumer Research. (Conference) Pittsburgh (2009). Invited speaker.
    Paper: Host Culture Responses to Brand-Related Acculturation: Legitimation Struggles Between German and Turkish BMW Owners in Germany
    Author: Luedicke Marius K.
    Co-authors: Markus Giesler
  19. Consumer Culture Theory Conference. (Conference) Toronto (2008). Invited speaker.
    Paper: A Poststructuralist View on Brand Community Using the Context of the BMW Brand of Vehicles
    Author: Luedicke Marius K.
    Co-authors: Markus Giesler
  20. Association for Consumer Research. (Conference) San Francisco (2008). Invited speaker.
    Paper: Contested Consumption in Everyday Life
    Author: Luedicke Marius K.
    Co-authors: Markus Giesler
  21. European Advances in Consumer Research. (Conference) Milan, IT (2007). Invited speaker.
    Paper: How Does Drama Drive Market Evolution: The Co-Optation of Music Downloading
    Author: Giesler Markus
    Co-authors: Marius K. Luedicke
  22. Association for Consumer Research. (Conference) Memphis, USA (2007). Invited speaker.
    Paper: Towards a Narratology of Brands?
    Author: Luedicke Marius K.
    Co-authors: Markus Giesler
  23. Association for Consumer Research. (Conference) Orlando, USA (2006). Invited speaker.
    Paper: On Dramatography: Investigating Change in Consumption
    Author: Giesler Markus
    Co-authors: Marius K. Luedicke
  24. Association for Consumer Research. (Conference) Orlando (2006). Invited speaker.
    Paper: The War on Downloading: A Music Marketplace Drama in Four Acts
    Author: Giesler Markus
    Co-authors: Marius K. Luedicke
  25. European Advances in Consumer Research. (Conference) Gothenburg (2005). Invited speaker.
    Paper: Negotiating Distinctions: How Brands Become Cultural Resources
    Author: Luedicke Marius K.
    Co-authors: Markus Giesler
  26. European Advances in Consumer Research. (Conference) Gothenburg (2005). Invited speaker.
    Paper: Brand Systems: A Conceptual Framework for the Sociological Analysis of Brand Phenomena
    Author: Luedicke Marius K.

Media Appearances (5)

  1. Luedicke on consumer acculturation, brand communities, and brands. (2017).
  2. Episode 179 - Marketing to the relational consumer by Cass Business School. (2014) MoneyScience.
  3. Hummer Love. (2010) New York Times (newspaper).
  4. Conservative Ideals Drive Hummer Ownership. (2010) Wired.
  5. Don't Hummer Me In. (2010) The Huffington Post (website).